What if I told you that being in the first position on a Google search wasn’t good enough anymore? I know. This doesn’t sound like something that can be true, but in the world of digital marketing, it is. Being on the first page of Google was important for a while, then it became being number one. Now you need to be in that zero position to get the most from your marketing. Wait, there’s a Position Zero? But what is it? And how do you get there?
We put together this quick lesson to help you answer just those questions.
What Is Position Zero?
Think back to the last time you made a Google search. At the top of the page, you likely saw the featured snippet. This was a snippet from a piece of content that directly answered the terms of your search inquiry and it is visible above all other search results. The simple fact is that this is the spot getting seen before the first search result. It’s the new number one.
Why Does it Matter?
We all know that being the first result in a Google search gives you the majority of the click-through traffic. People see your site first and tend to click on it to find what they are looking for. Those people are now on your website reviewing your offerings and services, making purchases from you. Being the first search result has been incredibly important for a while.
Position zero is no different. These featured snippets leapfrog the traditional search results and go straight to the top. More importantly, they are not just meta descriptions of a web page but are detailed answers provided directly by you via your content. This not only puts you front and center, but it also grants you authority and trust based on your answers. This is the single best organic search position you can occupy.
How Do I Get There?
This is the more complicated piece. It’s hard to pinpoint exactly one path to get here. While this has been coming for years, the knowledge of how to get there is fairly new. We’re not entirely without an idea of how to get to this coveted position though. The first part is the same as it has always been, you are aiming to be as high in the search results as possible, preferably number one.
The second part of getting there is to create high quality, relevant content. Specifically, these snippets are highlighting text. That means blogs, website copy, captions, and transcripts are all important as the algorithm searches for a relevant snippet. Additionally, you need to be focusing on your keywords and creating content relevant to searches involving them, rather than just peppering them in your content. The old tricks won’t work, you will need to be relevant.
Your Stingray Branding Team
Our team is made up of an incredibly talented, experienced, and diverse group of marketing and creative professionals. We make it our mission to help your business grow with the finest digital marketing efforts available and without losing that particular spark that makes your business unique. No matter what industry you’re in, or the size of your business, we know we can help you hit the next level. Contact us today and let us put a STING in your marketing!